摘要
转型期营销渠道从结构到模式都发生了复杂而深刻的变革,在此背景下,从理论上研究营销渠道变革与模式选择、解释结构变化与职能迁移成因等问题具有重要意义。文章的目的在于通过梳理以往相关营销渠道研究文献,对渠道变革及其成因等相关营销渠道理论进行述评,把握营销渠道理论及其理论范式的演进历程,为进一步研究奠定基础。
There are complex and profound changes from the structure of marketing channels to channel mode in transition period. It is significant to study the change of marketing channels and modes selection and to explain the causes Of channel structure and functions ＂spin-off＂ in this context. The purpose of this paper is to comb through the previous relevant research literature of marketing channels, review channel evolution and its causes, and grasp the evolvement course of marketing channel theory and paradigm for the further study.
出处
《华东经济管理》
CSSCI
2008年第2期135-138,共4页
East China Economic Management
基金
国家自然科学基金"农产品营销渠道绩效评价与整合研究"(70473027)
教育部博士点基金(20050504014)的部分研究成果
关键词
营销渠道
变革
范式
述评
marketing channels
evolvement
paradigm
review
